Measurements that matter

- [Instructor] Social media is the most measurable…marketing channel, but also the one…that is most difficult to assess.…Like traditional media, a lot of the added value…of social media can never be accurately measured.…Prospects that don't interact with you directly…on social media may still be influenced…by repeat exposures to your brand and messaging.…All too often, social media measurement…is viewed in terms of audience size,…by the number of Facebook page likes or Twitter followers.…This kind of metric does have its place.…For example, it's good to know the size of the opportunity…and to aim high in terms of audience acquisition.…

After all, why stop at 1,000 followers on Twitter…if the leading trade magazine in your industry has 40,000.…And the size of your audience does matter,…because you need an audience in order to have any success.…But social media measurement such as the number of likes…and shares are only part of the picture.…Your measurements of success…should be defined at the outset.…They should link to your business strategy,…

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Released

2/2/2018

Studies show that many companies consult social media to research the products and services they need to run their businesses. Platforms like Facebook and LinkedIn are great ways to introduce your products and services to potential customers. In this course, social media expert Luan Wise explains how social media marketing works within the business to business (B2B) context. Discover how to understand and communicate with the business buyer, who is often driven by budget and business requirements, not need or desire. Learn about the buying process, social selling, and content marketing, and explore the benefits of the five major platforms: LinkedIn, Twitter, Facebook, Instagram, and Google+. Luan also shares tips for creating a social media policy for your organization, and measuring your success.